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Often the first point of contact the media has with an organisation is with the front desk or receptionist. Although designated people within a company may have the training an

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

d skills needed to interact with the media, the first point of contact within an organisation can make or break a journalists perception of the company and may impact on how th

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ey report about your business.

Here are ten tips on how to be media savvy for all office professionals.

1. Have a Formal Media Policy.

Every organisation should have a polic

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

y on talking to the media. A formal policy helps minimise the risks and maximise the opportunities when dealing with the media. It is important to also understand and update th

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

is policy. Often a company might have a media relations policy but it is dated or the designated person may be on holidays, always know who is available, their role and how to

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ontact them.

2. List by name in the organisation who can and who can't talk to the media.

This is the basis of a good media policy and well run organisations have clearly des

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

ignated responsibilities in this area. Again have this list updated regularly, you never know when the media will contact your company.

3. Make sure everyone understands the p

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

olicy and it is well communicated throughout the organisation.

It is important to communicate the media policy to all front line team members. This is especially important in

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

an emergency or crisis situation. Often roles change and it is better to be prepared and professional.

4. Act as a gatekeeper.

Good office professionals are the heartbeat of

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

an organisation and control the flow of information. A good executive assistant can play a vital role in acting as a gatekeeper and controlling access to key decision makers i

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

an organisation. Always be able to direct all enquiries to relevant people.

5. Be courteous.

Remember the media's impression of you represents the whole organisation and may

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

influence how they report on your company.

6. Ask the journalist for their name, organisation, contact details and most importantly, their DEADLINE.

In the media, seconds ma

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ke a difference whether a story makes the news or not. Take time to collect the vital information and make it a priority.

7. Always call back within an hour.

This ensures the

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

journalist knows what is happening prior to the deadline and helps them better plan for their story. It also shows interaction, even if your not prepared for the interview or

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

are still unable to make a statement, let the journalists know your progress.

8. Don't be drawn into speculation.

The media are highly trained at extracting information from

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

eople. They are some of the most persuasive professionals in the world. Be disciplined and avoid speculation. Always explain who you are and why you cannot give further informa

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

tion. Never lie or guess.

9. Assume everything you say is on the record.

Many journalists will use the line they only want background information and it will not be on the re

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

cord (i.e. published or broadcast). In my experience it is better to avoid any grey areas and assume every time you speak to a journalist it will be used and in the public doma

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

in.

10. Review and evaluate.

If you have been involved with the media - whether positive or negative - it is always worthwhile to review your policies and procedures. Simply

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ask two questions - what worked well and what could we improve for next time. Monitoring your media also keeps you informed on how your company is being perceived by the public

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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You never get a second chance to make the first impression. In this fast-paced world you have to move ahead of your competitors. It is no longer big fish eat small fish, it is now fast fish eat slow fish! Your clients are always comparing services and you want to be seen using the latest video streaming technology and communicate effectively and not stick with the old methods of ordinary email. Be ahead of your competitors with video email!

Clients will always pay you more than you realize. How do I know? Because price is not the be-all-and-end-all of why your clients hire you.

Successful business owners pay careful attention to the culture of their organization. They know that by doing this they build high performance into the very fabric of their business. They relentlessly drive the culture that they want to achieve the results envisaged. Knowing the character of the business is an imperative in achieving high performance.

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